Bough, Social Media Head, Leaves PepsiCo for Kraft

He focused hard on turning PepsiCo into the most relevant term on the social web, but B. Bonin Bough, the director of the soft drink giant’s global and social media department, has decamped for Kraft, according to several reports.

Bough, who became the most visible advocate of PepsiCo’s engagement with consumers via emerging technologies, will take on a similar role as Kraft’s VP of Global Digital and Consumer Engagement, according to Just-Food.com.

Bough’s legacy at PepsiCo includes PepsiCo10, a program designed to put the CPG firm into the role of technology incubator by attaching a group of 10 tech startups to PepsiCo brands. The company recently replicated the project in Europe. Additionally, he aggressively pushed the philanthropic Pepsi Refresh competition as a replacement for the company’s typical media package during the Super Bowl two years ago.

After joining PepsiCo in 2008 from PR agency Weber Shandwick, Bough became a highly visible face for the brand’s digital aspirations, blogging for Forbes, organizing the company’s presence at on-trend events like the South by Southwest conference in Austin, helping the company partner with companies like foursquare and New York City’s Internet Week. He also garnered numerous bona fides from publications like Fast Company, which named him one of its 100 Most Creative People in Business in 2011, and Money, which gave him a ranking in last year’s “40 under 40” series, as well as Ebony, which named him to the magazine’s Power 100.